AustraliaTurning Email Into a Better Customer Experience for The Oodie
Make every email feel relevant to the customer, not just another promotional message.
A customer-focused email program built around smarter segmentation, timely automated flows and campaigns that encourage customers to come back.
Project snapshot
The engagement at a glance
- Client
- The Oodie
- Industry
- D2C & E-commerce
- Country
- Australia
- Service
- Email Marketing
- Platform
- Email & lifecycle automation
- Duration
- 12 months
- Profile
- Australian D2C wearable blanket brand
- Team
- 1 email strategist, 1 designer, 1 automation specialist
The challenge
What was the client's problem?
The Oodie needed email communication that felt more relevant to different customer groups while keeping the brand experience consistent across campaigns and automated flows.
- 01
Customers were receiving different messages at different stages of their buying journey.
- 02
Generic campaigns made it harder to speak to individual customer interests.
- 03
Important customer moments needed more relevant automated follow-ups.
- 04
Email needed to support both first-time and returning customers.
Objectives we agreed on
- Make email communication more relevant to each customer.
- Build automated journeys around key customer moments.
- Improve engagement across campaigns and automated emails.
- Encourage more customers to return and purchase again.
- Create a consistent email experience around The Oodie brand.
Our approach
How did we approach it?
A strategy shaped around how The Oodie’s customers shop, engage, and buy.
- 1
Existing Setup Review
Reviewed The Oodie’s Klaviyo setup, campaigns, segments and existing automated flows.
- 2
Customer Segmentation
Grouped customers by behaviour, engagement and purchase history for more relevant communication.
- 3
Email Flow Strategy
Planned key customer journeys across welcome, cart abandonment, post-purchase and re-engagement.
- 4
Campaign Planning
Planned campaigns around products, seasonal moments, offers and customer interests.
- 5
Email Design & Copy
Created on-brand email designs and clear messaging focused on the products and customer.
- 6
Personalization
Used customer and product data to make emails more relevant to each audience.
- 7
Testing & Optimization
Tested subject lines, layouts and content to understand what performed better.
- 8
Performance Tracking
Monitored campaign performance in Klaviyo and used the data to improve future emails.
The solution
What did we build?
What it includes
- Customer segmentation based on behavior and purchase history.
- Welcome and abandoned-cart email flows.
- Post-purchase and win-back journeys.
- Personalized product recommendations.
- Seasonal campaigns and promotional emails.
- A/B testing of subject lines and campaign content.
- Klaviyo-based email automation and reporting.
Technology & tools
Only the platforms actually used in this engagement.
- Klaviyo
- Email Marketing Automation
- Customer Segmentation
- Email Campaign Management
- A/B Testing
- Personalization
Before vs after
What changed for the business?
The impact was clear, stronger customer engagement, better email performance, and more opportunities for repeat purchases.
Email was being sent. But it wasn’t doing enough.
- Customers were receiving broad, one-size-fits-all campaigns.
- Different customer behaviors weren't being used enough in messaging.
- Key moments like cart abandonment, post-purchase and customer win-back had more potential.
- Product recommendations were not as personalized as they could be.
- Too much of the focus was on sending campaigns, rather than building ongoing customer journeys.
Email started working harder for The Oodie.
- Segmented customers based on their behavior and preferences.
- Built automated journeys around key buying moments.
- Added Welcome, Abandoned Cart, Post-Purchase and Win-Back flows.
- Introduced more relevant product recommendations.
- Used seasonal campaigns and exclusive offers to bring customers back.
- Continuously tested subject lines, messaging and offers to improve performance.
17% Open Rate.
6.8% Click Rate.
3.4% Conversion Rate.
Stronger engagement across targeted email campaigns.
More relevant communication across the customer journey.
Email became a stronger channel for repeat purchases.
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Serving clients across 12 countries comparable projects delivered for clients in multiple markets.
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